I don’t choose jewelry because…

When entering a jewelry store today, it’s not only about what one buys, but about what one wishes to represent.
Jewelry has always been an object of meaning, memory and identity. Yet that meaning is no longer taken for granted.

For this reason, the Federpreziosi Observatory, together with Format Research, investigated not only the habits of those who buy, but above all the motivations of those who choose something else: experiences, technology, accessories or products perceived as more immediate, shareable, closer to everyday life.

It’s not simply a matter of price or assortment.
It’s a matter of meaning.

Part of the potential demand has not moved away from jewelry because it finds it uninteresting, but because it no longer recognizes a narrative in which it can see itself.
For some, jewelry still appears too tied to formal moments, too distant from the real rhythm of life, too quiet in a world that communicates constantly.

Today, the value of jewelry does not lie solely in its materials, but in its ability to tell a personal story.
This story often begins online, in the space of inspiration and discovery, but finds authenticity in the jewelry store—where encounter, listening and recognition take place. The store is not simply a place of sale: it is a space of relationship. Here, the jeweler becomes once again an interpreter of desires and meanings—someone able to give shape to what the customer feels but has not yet found the words to express.

Omnichannel strategy is therefore not a technical tactic, nor merely “being present” digitally. It is what allows jewelry to re-enter the contemporary cultural conversation—to speak again to people’s lives. Digital channels ignite the narrative; in-person connection makes it real.

The challenge for the industry today is not only to regain market share.
It is to regain emotional connection.

Winning back those who look elsewhere does not mean increasing messages or promotion, but restoring to jewelry its voice: a voice that speaks of bonds, recognition, memory, conscious personal style.

When jewelry becomes once again a language, an affectionate gesture, a story of self, it also becomes necessary again.

We will meet not to say that jewelry must be chosen, but to understand together how to make it felt once more. Because the market can be analyzed, but value must be built. And it is built together: among those who create jewelry, those who choose it, those who tell its story, and those who carry it with them through their own.

Moderator:
Steven Tranquilli, Director of Federpreziosi Confcommercio

Speakers: 
Stefano Andreis, Presidente Federpreziosi Confcommercio
PierLuigi Ascani, Presidente Format Research
Alberto Ravagnan, jeweler in Chioggia (VE)
Chiara Quatrale, jeweler in Rome
Gianluca Versace, jeweler in Polistena (RC) and Siena

Live event streaming on The Jewellery Connect
Please note the event is in Italian - simultaneous translation is not provided